Finding those billion-dollar, appeared-on-Oprah, gazillion letters after their name experts isn’t all that tough. In fact, with a little bit of preparation and some persistence, you can fill up your Rolodex pretty quickly.

Here are some ways.

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Scour the Databases

There are a number of databases that list experts in various areas. Some of the more popular ones are www.experts.com and www.expertclick.com. The experts are divided into various categories and you can narrow down your search by surfing through that particular category and looking at the credentials of each listed person. You’ll find that each professional has a bio, an office address, a phone number, and an e-mail address listed.

If someone seems like an interesting candidate for an interview, shoot off a quick e-mail or make a phone call to establish whether or not they’d be interested in talking to you. The drawbacks of this method are that sometimes listings can be very old and many people just don’t respond. Also keep in mind that since anyone can join freely, it’s possible that many of the “experts” are not experts at all, but amateurs.

For many more expert directories, check out:
http://www.journalismnet.com/experts/

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Send a Request

Some websites such as Profnet.com and Newswise.com allow you to send a brief write-up about your article to their database of experts and PR people. Those experts who match the description or know about your subject matter can then contact you directly if they’re interested in being interviewed for your piece.

Journalists and freelance writers from around the world swear by Profnet, since it makes their work a lot easier. The biggest benefit of services like these is that you’re contacted by people who know what they’re talking about (they pay to be listed), and are genuinely interested in being quoted. So you won’t need to chase around too much.

The problem with services like this, however, is that a lot of PR agencies are listed, and they tend to be over-eager and sometimes respond to off-topic requests. Depending on the service you’re using, you do have the option to complain if you receive off-target pitches.

How Profnet works:

1. You figure out what kind of information you need, and the types of experts who would best help you uncover it.
2. Log into your free account at Profnet.com.
3. Enter your contact information, the magazine you’re writing for, and give a brief description of what you’re looking for.
4. Select the kind of organizations that should receive your request (small businesses, university departments, government organizations, etc), along with the country and region, if applicable.
5. Send your request.
6. Professionals in the organizations you’ve specified and who are signed up to Profnet will receive your request, and if interested, contact you directly.
7. You can now interact with these people directly.

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Hit the Bookstores

Head to your nearest bookstore and check out the latest titles related to the subject of your article. You can also do this through Amazon.com. Note down the names of the authors and publishers, and then look them up on Google for contact information. Sometimes you’ll find the author directly, at other times you can contact the publisher. Most authors, especially those with books out recently, are not only experts but also looking for publicity, so I find they’re always eager to help a reporter out.

Another method that has worked for me in the past is to contact specialty publishers a request and ask them to suggest any of their authors who might be able to help me.

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Make Time for Personal Relations

PR firms serve a very important purpose when it comes to big corporations and businesses. If you’re looking to interview the CEO of a big international firm, for instance, you’re going to have to go through his or her PR people. Usually though, how cooperative a PR person is depends on the publication you’re working for, and the intentions he thinks you have.

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Be a Collector

Press releases can give you more than just ideas, they give you leads. For experts who want to be interviewed.

Companies, both big and small, will often send out press releases regarding company policies, product launches and high-level staff changes. They also make comments on controversies, issues of public interest, and upcoming events. If you’re looking to interview someone on the staff of that company, the press releases can give you an in.

Authors too, send out media releases when their books are published.

The thing about finding contacts through press releases is that these people are looking for publicity. They’re highly likely to be responsive to your requests, but they’re also likely to have agendas.

For hardcore journalism, skip the people who have something to promote.

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Find the Association

You’ll find dozens of associations, non-profit organizations and clubs on almost every topic imaginable. Look up the Encyclopedia of Associations (for American associations), use Google for other areas. Almost all have websites these days.

You can call them and ask to speak to their public affairs person, or simply e-mail your request, and it’ll get forwarded.

To find organizations in India for people with hearing disabilities, for instance, you would search for “hearing disability organization India.”

Also look up public affairs offices at universities.

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Use Directories

I wouldn’t have a career without Google, I can tell you that! You can find almost any kind of expert by searching for the right keywords and phrases.

But don’t just use Google. You’ll find Yellow Pages and media directories and business directories, and tons of resources that’ll lead you to the right resources.

Sometimes, instead of finding an expert, find his or her place of work. So if you’d like to interview a gourmet chef, look up restaurants and call the head chef. Or if you’re looking to talk to salsa instructors, look up dance schools and call them.

Most phone companies provide good directory services as well. In India, the Airtel helpline is very helpful for locating businesses. You’ll also find services like Just Dial (www.justdial.com) that are extremely helpful in finding local business persons to interview. (I recommend their phone service.)

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Check the Competition

If your topic has been written about before (and of course it has, in one way or another), see what kind of sources other journalists have used. Also look at articles on similar topics with different slants. Could the expert quoted in “50 Ways Couples Can Save Money” be interviewed for your “Save your Marriage from Financial Turmoil” piece? Could the dietitian interviewed for a things-to-eat-during-pregnancy piece be any help for your college-student’s-guide-to-eating-right article?